Swaay.Health caught up with Gabriel Paine, VP Brand Marketing at PointClickCare, to dig into how that clarity emerged and why it changed the direction of the entire project. At its core, the rebrand is about expressing the value customers already saw in them.
Clarifying the Work PointClickCare Really Does
“Like any good rebrand, we started from the ground up,” explained Paine. “It was really important to land our mission first as the starting point.”
The aha moment during that mission-building exercise came when the team realized that it wasn’t PointClickCare delivering “amazing things in healthcare”, rather they were supporting and enabling the staff at their customers to do incredible things.
“We heard it loud and clear from our focus groups,” continued Paine. “You guys [PointClickCare] are the support. You guys are the people who help us [PointClickCare customers] deliver that care. You are not the ones out there at the bedside”
For Paine and the PointClickCare team, it was important that reality was reflected in the mission. Thus the new brand language is: PointClickCare is there to help every provider deliver better care.
Why Green Was More Than a Color Choice
The most visible part of the rebrand was moving to a green color palette and away from traditional blue-grey with only a hint of green color.
“We did an exercise where we put all of our competitors on a color wheel and we asked ourselves – how do we stand out, while still remaining true to the essence of PointClickCare,” said Paine. “We had a philosophy in the early days of the company that we bleed green. We waned to get back to that bleed green mentality, but to update it with a new and fresh design inspiration.”
How Staff and Users Responded to the New Look
The refreshed brand has a more “earthy” feel to it. It looks more grounded and welcoming versus the older brand which was more tech-forward. Comparing the two side by side, it’s easy to see how much “warmer” the new brand it.
Reaction by staff to the new brand has been very positive according to Paine: “When we launched it at our company Town Hall, the chat on the Zoom just blew up. We had 400 or 500 people say WOW.”
PointClickCare’s refresh works because it reflects how their customers already see them. It shifts the spotlight to the people delivering care and gives the company a brand that finally matches that reality.
Learn more about PointClickCare at https://pointclickcare.com/
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